Can't comment on the brand but the style of financing unique. Its a venture capital style but for the retail/mass market. There are a number of studies done to research the effectiveness of this model to capital formation. Generally, the results is similar to VC for the wholesale market = very risky with high failure rate. The likelihood of failure is compounded further by the lack of direct participation to the business operations (if there are only a handful of investors, everyone can be appointed to the Board and oversee the operations, but if the numbers are in the 10s and 100s, this option is not feasible).
Conclusion: a gamble.